American Colgate in aggressive advertisement through scholarships

18.05.10 Mangalore : The American Colgate (Dental Care) Company has once before been caught by govt of India in monopoly practices aimed at capturing Indian markets for its white tooth paste as the best in town, with research and chemical tests conducted in US labs and assuring Indians that Colgate tube was a necessity for daily dental safety. The advertisement and aggressiveness vanished under Monopoly Malpractices Act being applied to the company. Now it seems to have taken a leaf out of Bill Gates’ strategy to expand Microsoft Computers in India by huge charity towards AIDS/HIV curves all over India. American Colgate Palmolive Ltd. Company calling itself a leader in Indian and global dental care markets has offered scholarships now to poor students in the coastal district by running a camp on dental care awareness among them in the Port city.

A carrot and a stick method used in the camp for poorer classes in this region, Colgate assures Rs.10,000 as scholarship for every child who knows the five methods of dental care at the primary level.

The programme aims to capture the fancy of citizens (would-be customers) to follow up procedures of good dental care among their wards and facilitate the children’s education by winning a scholarship.

Radhika Pandit, Kannada film/TV stars showed a green flag to Mobile Dental Van, as part of the camp. The Van has enough facilities to run camps in the city for some backward areas where children live without dental protection at a young age. The film/TV star joined some children in the camp to explain how the kids can protect their teeth by dental care methods evolved by Colgate Co..